Senior Brand Manager

COMPANY & BACKGROUND

Dairy Day was started in 2002 by two veterans from the ice-cream industry, with a keen desire to chart their own course in a category they were deeply passionate about. Over the past 20 years, Dairy Day has grown to become a regional leader in the ice-cream category, with market leadership in Karnataka & with the brand ranked 2^nd in Tamil Nadu. The brand boasts of strong presence on-ground across 80000+ retailers, and continues to grow rapidly at 25%+, with FY'24 revenues at 680 Cr and with FY'26 expected to cross a 1000 Cr. Along the way, Dairy Day has attracted significant investor interest, with investments from Motilal Oswal in 2016 and a sizeable investment from Kedaara Capital in 2024.

QCom is a critical growth driver for ice cream as a category and Dairy Day has rapidly scaled its presence on this channel. At this juncture, Dairy Day is planning to build a house of brands, with the launch of a designed-for-QCom, digitally native ice cream brand in the summer of 2026. With distinct packaging formats, a strong product pipeline that builds upon Dairy Day's extensive back-end capabilities and a distinct, digitally native brand identity, this marks an exciting new chapter in the organization's objective of becoming one of the top 3 brands nationally.

We are looking to hire a Senior Brand manager, to come in and work closely with the VP-Marketing & founders in putting together the marketing roadmap for the new QCom brand over the next decade. The individual will lead thinking on building brand proposition & positioning, portfolio development, external collaborations, social media strategy and trial generation. This role offers an opportunity to build a digitally native brand, designed for QCom with a social-first brand building approach and with an exciting charter on NPD & collab-led revenue generation with the freedom to operate and speed to market comparable to a new-age start up.

ROLE AND RESPONSIBILITIES

Lead brand building through a social-first media deployment strategy, to drive top of mind & trial generation primarily through QCom.

Strengthen brand identity through a sharp content strategy that helps build a distinct voice for the brand among its target audience.

Build a strong NPD pipeline to drive new news for the brand among its target audience & as key source of revenue growth.

Develop external collaborations to drive top of mind for the brand and to create a consistent source of buzz through topical & culturally relevant associations.

Work closely with the QCom account management team to build monthly & quarterly revenue plans, ensure availability of focus portfolio and drive incremental revenue from new launches

QUALIFICATIONS AND EXPERIENCE REQUIREMENT

Academic

MBA from a Tier 1 B-school

Professional

5-6 years of experience in FMCG categories, with strong experience in building digitally native brands, with a social-first communication approach and an online-first revenue generation model.

Proven track record of scaling these brands with clearly attributable business results and impactful brand building initiatives.

Strong understanding of QCom as a channel and sales environment, with clear understanding of revenue drivers.

Experience in brand development (positioning, insight generation, crafting communication, pack design), digital-first media deployment, social-first thinking and strategy are critical requirements to be able to succeed in this role.

What we're looking for: An entrepreneurial approach that derives joy in setting things up from scratch, a proven track record of delivering impactful brand building & development work for digitally native brands through online channels and a mindset that is able to imagine & deliver scale in a fast-paced, online-first environment.

Important Note: Please read and understand the JD before applying.

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